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radio advertising techniques

Last week I shared with you the “Strategy of Sequences,” which I adapted to radio advertising from the book, CROSS-EXAMINATION: SCIENCE AND TECHNIQUES, Larry S. Pozner and Roger J. Dodd.

One of the authors’ rules is: “One New Fact Per Question.”

In those movie or TV courtroom dramas you’ve seen, you might recall an attorney objecting that the opponent asked a “compound question.” That’s a question that asks the witness to address more than one issue at a time:

“Did you see the defendant enter the barroom and then hit the plaintiff?”

That question introduced two facts.

The “One New Fact Per Question” Rule is offered not only to avoid objections but also to enable the attorney to maximize the overall impact of the testimony.

Advertising Application

In a commercial, of course, there’s no rule against making compound questions or compound statements….But they either confuse the listener or they weaken the impact of your sales message.

Ed’s Jewelers is the oldest jewelry store in Smallville, with the largest selection and guaranteed lowest prices, and we specialize in repairing delicate heirlooms.

If you’re forced to deliver such bland information, at least you can punch it up by breaking it up:

Did you know that Ed’s Jewelers is the oldest jewelry store in Smallville? Did you know that no other jeweler in Smallville has as large a selection as Ed’s? Did you know that Ed’s guarantees that his prices are the lowest in Smallville? And if you have a delicate heirloom piece that needs resetting or repair, did you know that THAT is Ed’s specialty?

Not a great commercial, to be sure. But assigning each fact to its presentation sentence gives more emphasis to each.

(And to any readers who were erroneously taught that you never should ask a question in a radio commercial: If the listener doesn’t know those facts, now they do. If the listener already does know those facts, their knowledge simply has been confirmed.)

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radio station management

Last month I shared with you the story of The Short Radio Program Director Who Thought He Was A Big Genius.

Here’s one more, 100% true “short PD” story. (The point being not that the PD was short but that the PD apparently felt the need to overcompensate for his height by acting superior to others.)

A Famous Disc Jockey.

A Famous Station Manager.

A (short) Program Director you’ve never heard of.

The Famous Disc Jockey — wh0 had an extremely successful career — had a contract that included his own assigned parking space. He didn’t demand it. But the station offered it, and he accepted.

One day another jock from within the station was promoted to Program Director. I have no idea how that happened, because he was astonishingly unqualified.

The day after the other jock was promoted to Program Director, the Famous Disc Jockey arrived at work to find the New Program Director’s car in the Famous Disc Jockey’s parking space.

The Famous Disc Jockey went into the New Program Director’s office.

The New Program Director was seated behind an imposing desk.

The Famous Disc Jockey said, “Ummmm….I think your car’s in my parking space.”

And the New Program Director replied, “It’s my parking space now! So I guess you’ll just have to find somewhere else to put your car.”

The Famous Disc Jockey thought a moment. Then he grasped the edge of the imposing desk, lifted it in the air and threw it against the wall.

“Okay,” said the Famous Disc Jockey. “How about if from now on I park it right here??” And he stormed out.

Furious, the New Program Director went to the Famous Station Manager and related the events that had just occurred.

And the Famous Station Manager said, “If I were you, I wouldn’t park in his space again.”

When given a taste of power, the New Program Director failed his test of character.

No, he’s no longer Program Director.

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Click on the “play” button, turn away from your computer, and c’mon back when this commercial is finished.

Can you remember any of it?

Can you understand any of it?

The voice over talent, however, did make a valiant effort with that terrible copy.

 

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(video) THE SECRET OF HOW TO BE AN ACTOR

From Extras

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September, 1997 (continued):

In our last exciting installment, I was in Norrköping, Sweden…

In the morning, I felt normal (and not hungry, even though I hadn’t eaten in 16 hours).

My guess: I had some sort of allergic reaction to something I ate for lunch the previous day. (Not food poisoning, because my intestines seemed normal and there was no vomiting.)

This day’s lunch consisted of curried scampi, followed by a desert of ice cream with cloudberries, a delicacy from the Swedish north.

Looking around for the first time, I discovered that my room had a private balcony overlooking a beautiful lake. Incredibly peaceful. While I was sleeping, the maid must’ve come in. The curtains in my room were closed; I had left them open before collapsing on the bed.

I got up and went to the restaurant when they opened at 7:30 for breakfast. I helped myself to the buffet and took my food outside to the patio, where I sat and watched the lake. It was a bit chilly; everyone else ate inside…but it was great.

That morning I conducted How To Create Maximum Impact Radio Advertising for nearly 100 of NRJ’s salespeople, producers, jocks, and administrative staff. Amazing how much better I felt once the seminar began.

At the end of the seminar, NRJ’s Jacob Laurin presented me with two gifts to mark the occasion: A beautiful porcelain dolphin (apparently there are dolphins in the adjacent animal park)…and a bottle of ketchup.

The latter was to commemorate my status as an American in Sweden; Americans are famous throughout Europe for putting ketchup on their food, wanting ice for their Coke, and expecting air conditioning in their automobiles.

The seminar was followed by lunch, after which I went to my room and made the mistake of logging onto the Internet. I say “mistake” because, as usual, I ended up spending over an hour there. I then took a stroll outdoors through a lightly wooded area adjacent to the hotel.

When I returned less than an hour later, my strength once again had disappeared. I had been invited to join the NRJ crew in an afternoon of swimming with sharks and go-cart racing, but instead I spent the rest of the day & evening in my room, alternately reading, writing, sleeping and staring dumbly at the TV.

Once again dinner time arrived but my appetite was nowhere in sight. (That is quite unusual for me.) I had last eaten at around 12:30PM, and when I went to bed I still felt no hunger.

But, again, when I woke up at 5 o’clock I felt absolutely fine. I pulled down my e-mail messages, replied to some, showered, dressed, and wandered over to the restaurant a little before 7:30.

I was the only person there; I suspect the NRJ people had been up late again having a wild time.

I took a cup of hot chocolate and a roll outside to the patio and sat, watching the sun slowly rise over the water. Even for the countryside, this place was remarkably quiet. One hears a few birds singing, but just a few solos rather than a full chorus.

hotel Norrköping Sweden

Vildmarkshotellet

The water on the lake was so smooth that one might have mistaken it for ice. The very slight ripples looked more like creases in snow. The entire effect was so peaceful that I just sat there and watched for half an hour….not reading (as I usually do); just sitting and looking and listening to the silence.

The ride back to Stockholm was much less stressful than the ride to Norrköping had been. The countryside was lushly green, the sun shining, the skies clear. The cloud patterns were unlike any I’ve ever seen: dozens and dozens of small clouds that looked as though they had been painted onto the blue sky with water colors.

For my last two days in Stockholm, I stayed at the Scandic Hotel Slussen. This immediately became my favorite hotel in Stockholm, especially because of its great location…just a five-minute walk from Gamla Stan. Very modern and comfortable.

I suspect I was upgraded into a better room then I was supposed to get. When I arrived, at about 2:30 in the afternoon, they told me my room wasn’t yet ready. I protested that I had only 30 minutes to unwind before beginning a seminar there, and they found another room for me.

The rooms were both modern and modernistic, without being impersonal. Large sunken tub, terrific balcony view overlooking the Riddarfjärden inlet of Lake Mälaren.

After the seminar, Daniel Åkerman and I dined in the hotel restaurant, both of us choosing the “hunter’s buffet.” (The restaurant’s dinner buffet theme changes each month.) Daniel was delighted that the buffet included reindeer meat. I tasted some — this wasn’t my first time — and confirmed that its flavor is not for me.

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